CARGURUS ADVERTISING

• In December 2018, CarGurus launched a new mass-media brand campaign, "Detective: The Story Continues," building off the success of its inaugural "Detective" campaign.
• The original campaign launched in 2017 and aired in the Nashville, Austin, and Denver markets, as well as nationally via YouTube.
• The new campaign will include 30-second spots, entitled "Parents" and "Obvious," that will air on broadcast and cable networks, as well as digital channels, such as YouTube and Facebook.
• The campaign focuses on how fast and easy the process of car-selling can be with CarGurus with an emphasis on its car deal rating system, which goes from "Great" to "Overpriced."
• CarGurus' marketing efforts have been largely successful, doubling brand awareness and making it the "largest car shopping site in the U.S. by unique monthly visitors* and grow its U.S. average monthly sessions 49 percent year-over-year in Q3 2018."
•  For both campaigns, CarGurus worked with ad agency Plum14, Chirp Productions, and Ocean Media.
• CarGurus provides advice to partner dealerships in terms of digital advertising and search engine marketing.
•  CarGurus uses data analytics, powered by vAuto, Clarivoy, and Vistadash, to help their dealerships understand the car-buying journey, which often has as many as 24 touchpoints.
• CarGurus' sales and marketing expenses for 2017 totaled $236.2 million, 74% of total revenue.

TARGET AUDIENCE

•  CarGurus' 33 million monthly shoppers are largely in the 35-44 (20%+) and 45-54 (20%+) age ranges, followed by 55-64 at around 17%.
• Their shoppers are 70% male, 55% college educated, 74% head of household, and 60% have a household income of at least $75,000.
•  Nearly half of CarGuru shoppers know the make and/or model of the vehicle they want and plan to lease or buy a car within one month.
• As of their first campaign in 2017, their target market was primarily "in-market auto shoppers," and specifically men and millennials, but the campaign was intended to expand brand awareness.